Como medir e aumentar a eficácia das campanhas de marketing

In this guide, you’ll learn how to measure campaign performance with a CRM to maximize your marketing ROI.

When you integrate Nutshell into your business, measuring your campaign ROI becomes simple. Learn more about the benefits your company can experience with Nutshell by contacting us online to speak with a CRM specialist or start a free trial today.

What’s in this guide?

• What is marketing campaign measurement?
• Why should you measure marketing campaign effectiveness?
• Track marketing campaign performance
• Analyze customer engagement
• Recolher o feedback dos clientes
• Set up and track KPIs

What is marketing campaign measurement?

Marketing campaign measurement is the act of tracking the level of impact your marketing activities have had on your campaign objectives. To determine the effectiveness of your campaign, you’ll need to monitor specific key performance indicators (KPIs) to ensure they align with your goals.

Campaign progress is typically measured at the end of the campaign window but should also be monitored at intervals throughout the campaign. Keeping track of its impact throughout will give you the chance to make adjustments along the way to get the most out of your campaign.

Why should you measure marketing campaign effectiveness?

Measuring campaign performance ensures that your marketing efforts reach your intended audience and generate the leads and conversions you desire. Failure to measure your campaign’s success could lead to you losing funds, time, and opportunities.

Tracking your campaign’s effectiveness also provides you with the data you need to enhance current and future campaigns and improve your return on investment.

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Track marketing campaign performance

One of the top ways to measure the effectiveness of marketing campaigns is to track your campaigns’ performance. Marketers do this by using tools like website analytics, email marketing software, or social media analytics.

• • Web analytics: Web analytics platforms like Nutshell Analytics and Google Analytics offer businesses an inside look at how their websites are performing, from who is visiting your site to where they’re visiting from.

• • Email marketing software: With software like Nutshell’s email marketing, businesses can track email campaign analytics in real-time and use reporting features to measure campaign success.

• • Social media analytics: These tools track reach and engagement to measure the performance of your organic and paid campaigns on social platforms.

Apart from these standard tools, you can also employ heatmap software on your website or campaign landing page to track user behavior. Heatmaps allow you to see where your visitors move and click their cursors on your site, giving you insight into what visual elements work and what you could potentially rearrange for better results.

Call tracking is another way to gauge campaign performance. You can tally the number of customer inquiries received to indicate the success of your promotional efforts.

Tracking your campaigns’ performance with these tools helps you measure the effectiveness of your campaigns. It also enables you to ensure your campaigns always perform well because you can adjust them as needed.

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Analyze customer engagement

By digging deeper into campaign performance metrics, marketers can analyze customer engagement when measuring the effectiveness of marketing campaigns. Customer engagement metrics are crucial to measuring campaign performance because they tell businesses how your audience reacts to your marketing efforts.

Customer engagement metrics to track include:

• • Click-through rate (CTR): Your CTR is the number of clicks your content receives from users divided by the total number of impressions. A higher CTR indicates that users are interested in your content and want to learn more about what you have to offer.

• • Open rate: The open rate refers to the percentage of people who opened your email relative to the number or recipients. A higher open rate means your email subjects were enticing enough for users to engage with them.

• • Conversion rate: Your conversion rate is the percentage of users who complete a desired action, like signing up for emails or requesting a quote for a service. A good conversion rate is above 10%.

• • Pages per session: Your pages per session refers to the average number of pages users access when they visit your website. More pages per session indicate that users were interested in your content and continued to view different resources, products, or services.

• • Average session duration: This customer engagement metric indicates the average amount of time a user spends on your site. Typically, shorter duration times indicate a user did not find what they were looking for on your site.

You can use A/B testing to conduct an initial customer engagement assessment with a small portion of your audience before initiating a full-blown campaign. Whether it is social media ads, a landing page, or email drip sequences, deliver two variations to your sample audience and evaluate the engagement metrics for each version.

The version that receives the most engagement is the winner. When a winning ad, email, or landing page is clear, only send it to the rest of your audience. A/B testing is the ideal way to optimize your campaign for maximum audience engagement.

Recolher o feedback dos clientes

While most people associate customer feedback collection with strategies for improving customer service or product development, customer feedback can also be a great tool for measuring the effectiveness of marketing campaigns.

By collecting customer feedback through online forms, surveys, or one-on-one interactions (if possible), marketers can get a sense of what campaigns resonate with customers and which ones don’t.

Wondering how to collect customer feedback? It’s simple—with Nutshell Forms’ customizable templates, businesses can create and launch web forms to help gather customer information and feedback in just a few clicks.

Set up and track KPIs

Finally, businesses can measure the ROI of their campaigns by tracking key performance indicators (KPIs) like revenue, customer acquisition, and customer retention. Monitoring these metrics over time allows companies to identify areas of their campaigns (and overall business) that need improvement and optimize those areas for maximum effectiveness.

Utilize marketing automation tools where possible to make KPI metrics tracking easier. Automating tracking activities can streamline the process, delivering the metrics you need in a fraction of the time. This saves you a ton of time, leaving you to focus on analyzing campaign performance.

The ideal solution is to invest in a top-tier CRM system with marketing automation integration capabilities. Your CRM platform will help you integrate all your sales and marketing efforts, making data tracking and reporting a breeze.

Monitor your campaign ROI with Nutshell

Nutshell offers businesses several tools to measure ROI and the overall effectiveness of their sales and marketing efforts. With Nutshell, you can monitor campaign performance, track customer engagement metrics, and measure results with features such as:

• • Nutshell Analítica

• • Advanced dashboards and reports

• • Automatic lead attribution

• • Built-in email marketing

Learn more about how Nutshell can help you monitor your marketing campaigns by connecting with one of our CRM specialists online, or experience the results for yourself by starting a free trial today.

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